An interview with Gavin Heaton Gavin, who presented on the…
We’ve all been there. Back against the wall, holding your sawn-off shotgun, waiting for the next agency to walk through the door. It’s like a game of Doom in death match mode where it’s every agency for them selves.
It’s time to enter the boss level. Digital is waiting for you. There can only be one winner. You quickly punch in I-D-F-K-A. You’re armed. Let’s go.
Every agency is fighting for a piece of “digital” these days. It doesn’t leave us in a good place. We’re fighting over digital strategy, social media strategy, content production, communications planning, analytics, CRM, mobile strategy, mobile apps, training, workshops, consultation, end-to-end delivery, who’s logo goes first on the power point. How did we end up here? Who’s going to win? We’ve all got the same cheat codes.
As Catherine Hornby (head of digital strategy at McCann) points out, it’s the legacy of agencies, not clients. We’re all playing Doom while they’re playing ThemePark.
All clients, agencies and your sanity wants is an integrated approach. But collaboration is hard. And that’s okay. Breathe. Yep, I said it, collaboration is hard; you compromise, your ego suffers, but hey – we’re not saving lives, so relax a little.
Integration, collaboration and working together. Sounds wonderful on a powerpoint presentation, sounds like your suddenly playing Viva Pinata. Hard in real life, but here’s a great point of view on how it can work (better):
Be nice to each other.